Stunning Shrewsbury UK Site Heralds a Brand New Look for
Mercedes-Benz

SHREWSBURY, UK --July 7, 2014: A new generation of Mercedes-Benz dealer
has been revealed for the first time outside of Germany, with the opening
of a newly-built retailer, Mercedes-Benz of Shrewsbury.

Constructed as part of a multi-million pound investment by privately
owned Drayton Group, the company’s 2013 UK Dealer of the Year, the
state-of-the-art facility on the town’s Battlefield Enterprise Park
showcases the latest Mercedes-Benz brand architecture that will eventually
be seen at dealerships around the world.

Central to the new design is the appearance of a large, illuminated
Mercedes-Benz star against a black background on the showroom exterior that
will face the major approaches to retailers, and will clearly identify the
business to customers.

The clean and contemporary feel continues inside the building, where
black and white replaces pastel shades to provide an understated backdrop
against which the latest cars are displayed. The use of walnut furniture
throughout the showroom is designed to further enhance a modern retail
environment.

Replacing its previous home of 25 years in Battlefield Road, the all-new
Mercedes-Benz of Shrewsbury has been constructed on a three-acre site to
offer existing and future customers bigger and better facilities and
service than ever before. The 24-car showroom is double the size of the
former premises, and features stylish lounge areas where visitors can wait
in comfort, continue with their work and even watch their car being
serviced on screens relaying activity from the retailer’s
state-of-the-art, 14-bay workshop.

An enlarged display of more than 60 Approved Used Mercedes-Benz cars and
improved customer parking are among the other benefits resulting from the
move.

The opening of the new dealership cements Drayton Group’s
association with Mercedes-Benz UK - it has been a franchised dealer partner
with the manufacturer for over 40 years, has seven retail outlets in the
Midlands and has represented the brand in Shrewsbury for 30 years.

The site was officially opened by Marcus Breitschwerdt, Head of Region
Europe for Mercedes-Benz Cars, who returned to Shrewsbury after breaking
ground on the landmark development last October.

“Drayton Group has made a significant investment in this new
facility and has strengthened its commitment to not only representing
Mercedes-Benz but serving our customers of today and tomorrow,” he
said.

“This incredible new dealership is second-to-none and provides a
fantastic environment in which to display our cars, and to look after our
existing and future Mercedes-Benz owners. Mercedes-Benz of Shrewsbury also
provides a taste of what motorists around the UK can look forward to when
we commence the roll-out of our new brand architecture at the beginning of
2015.”

More than 500 customers attended a special event to celebrate the
opening, where they had a tour of the premises. Celebrating success on the
track, guests could have their photo taken with the winners’ trophies
won by Nico Rosberg and the MERCEDES AMG PETRONAS team at the recent
Austrian Grand Prix; and heralding success through the years, a display of
five generations of C-Class from the original 190 E helped launch the
latest Saloon.

“The timing of the build coincided with the new Mercedes-Benz
corporate identity being introduced globally, and meant that Mercedes-Benz
of Shrewsbury is the first European site outside Germany to open with this
new style, which is another highlight for the business after we were
recently named Mercedes-Benz Retailer of the Year,” explained Ken
Forbes, Drayton Group Chairman.

“It is a truly magnificent facility – one that meets the
future needs of the business and from which we can be proud to serve our
customers in the Shrewsbury area for many years to come.”